Mobile devices, mobile phones and PDA’s are one of the last great frontiers of viral marketing prospects which might sooner or later lead to automatic traffic. However, we have become experts at filtering everything, our air and water, our e-mail and pop-ups, and our mobile devices also. We are good at filtering.

The idea of unwished-for advertising streaming through our Blackberries is offensive. Mobile devices are the final opt-in medium and a terrific technique for marketers to connect with users…if that’s what the users want. “Want” is the key word here. How should marketing experts tap into the medium?

There are three main tactics to succeed in this. They are:

Offer exclusive content. Anybody can offer ringtones. It is the original content, such as exclusive mobile pictures of new brand ideas that drives interest and calls them out in other media like e-mail campaigns, newsletters, internet sites, and so on. So a wireless campaign is best when it offers exclusive content for wireless devices.

Make it useful and timely. Consider what would be convenient and helpful to have on a portable gadget. Last year, for example, Food Network enabled sprint purchasers to download shopping lists for their Thanksgiving dinners. There had been a lot of “Sprint-envy ” going around among non-sprint clients.

Be sure that you clearly define your goals. Customarily, one of two business objectives drives successful mobile experiences: incremental trust and brand intimacy. On the intimacy factor, a text message usually takes prominence over virtually any other sort of communication. Why? Because we haven’t yet been saturated with mobile spam, and this is what causes us to prioritise wireless messaging over voice.

Mobile promoting has been out there for some time but we marketing experts have new territory to explore. Video offers fantastic opportunities for engagement. Consumers already bypass their filters for highly handy or entertaining content and will do so for rich exclusive, compelling content.

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